Incidencia de los factores de la psicología del consumidor sobre el cliente del mezcal Casa Zauco

Abstract

In this work we will see the importance of marketing when it comes to marketing a specific product, in our case Mezcal, and how a company, such as Casa Zauco, reaches the final consumer of its product through different factors and strategies. Using consumer psychology as a means to reach a target market, defining its characteristics, according to the quality and properties of the product offered, generated through added value and differential characteristics, which makes only the mezcal of Casa Zauco, and thus be able to retain its customers, with the purpose of having a gradual growth. Mezcal is a regional alcoholic drink obtained by distillation and rectification of musts prepared directly and originally with the sugars extracted from the heads or ripe pineapples of various varieties of agave, previously cooked, and subjected to alcoholic fermentation with yeasts (Shoduba, 2014). It is a liquid with a characteristic smell and taste according to factors such as the type, the raw material used, tools and elements used in the process, treatment of the final product, etc. It is colorless normally, however it can turn slightly yellowish or another color when it is doused with fruits or some element that is added during the distillation process or in the final product; It can also turn yellow or amber during the process of resting or aging in wooden barrels (Shoduba, 2014).